Tesco has won a battle with arch-rival Sainsbury‘s over the validity of its ‘Price Promise‘ campaign.
The campaign, which launched in March this year, promises customers that they will find the best grocery deal with Tesco and gives consumers a ten pound voucher when prices are cheaper elsewhere.
Sainsbury‘s complained on July 28 that some product comparisons on ‘Price Promise‘ such as tea and ham were unfair. Commercial Director Mike Coupe said that Tesco were unfair to compare Sainsbury‘s Fairtrade basics tea bags with Tesco everyday value tea bags, which are priced the same when Tesco‘s are not Fairtrade.
But the Advertising Standards Authority (ASA) has dismissed the supermarket contentions.
The ASA said it noted Sainsbury‘s concerns, but it said the advertisement had clearly explained the basis of Tesco‘s price comparison. It said the claim made in it was substantiated and not misleading.
Mike Coupe, Sainsbury‘s Commercial Director responded by saying: “We believe that not all food is sourced equally and are committed to protecting customers‘ right to make fair comparisons based on all important characteristics of a product and not just price.”